A Critical Review and Synthesis of Student-Athlete College Choice Factors: Recruiting Effectiveness in NCAA Sports

Abstract

The sport and education literatures are replete with studies about what factors influence student-athletes' college choice decisions. Although numerous factors have been identified, how these criteria come to influence student-athlete decisions has not been fully addressed. Warranting attention is the recruitment process undertaken by schools, especially as it pertains to the role of recruiters (coaches). Based on the sport and management literature, we develop a conceptual model illustrating the fit between recruits and recruiters. This model introduces the reputation/information framework [1] and a social influence approach to NCAA sports recruitment, while also expanding upon previous college choice factor research. In our model, we propose that socially effective recruiters will be better able to identify relevant college choice factors, consolidate this information into recruitment influence strategies, and communicate these strategies by using influence tactics in order to improve recruit and influential agent fit perceptions. Aligned fit perceptions help improve the prospect of recruiters achieving their goals and realizing enhanced recruitment effectiveness. Theoretical and practical implications of our proposed conceptualization are discussed, as are directions for future research.